São Paulo – Party dresses by brand Vivaz, based in the state of Minas Gerais, have been exported to the Arab market for four years now. Brazilian fashion has pleased Arab women so much that presently the Middle East accounts for 75% of foreign sales by the company, headquartered in the state capital Belo Horizonte. “We envision much potential in this market and want to increase our share even further,” said Vivaz partner and designer Camila Faria.
Exports to the Arabs are made by a Lebanese agent in Paris. Twice a year, she participates in an showroom for haute couture in which she exhibits Vivaz’s dresses. “The agent focuses on the Middle East. She has many contacts among the Arabs,” said Camila, who already has clients in Abu Dhabi and Dubai, in the United Arab Emirates, Qatar, Kuwait, Saudi Arabia, Bahrain and Lebanon. All of them are storeowners.
According to the designer, 85% of sales to the Arab market consist of long dresses, and 15%, of shorter ones. “They love the more elaborate dresses, with embroidery and lively, cheerful colours,” stated Camila, who has 100 employees at her plant, plus 300 embroiderers and seamstresses to help out with the handiwork.
Last year, the designer took part in a mission promoted by the government of the state of Minas Gerais to Dubai, where she was able to become more familiar with the local market. According to her, the idea is to invest in advertisement on local magazines, and perhaps promote a fashion show.
Sales to the Arab market have always been steady, according to Camila. However, as a result of the financial crisis, sales dropped for a year. “We are resuming them now. We have received many orders for the winter collection in Paris,” said the designer, who is more optimistic regarding this year. The upcoming event, which will introduce the summer collection, is due September. “For the time being, we are working to meet the orders for the winter collection,” said Camila.
In addition to the Arab countries, Vivaz, which has been on the market for over 10 years, has a distributor in Spain and an agent in London. The company also has showrooms in Belo Horizonte and São Paulo and two stores in the capital of Minas, aside from distributing its clothing across the entire country.
Contact
Vivaz
Site: www.vivazef.com.br
*Translated by Gabriel Pomerancblum
